MARKETING ASSIGNMENT Edit

PRINCIPLES OF MARKETING
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WINDFIELD INTERNATIONAL COLLEGE
COURSE: DIPLOMA IN BUSINESS MANAGEMENT
SUBJECT NAME: PRINCIPLE OF MARKETING
LECTURER NAME: MS. MOGANA SRI
GROUP MEMBER:
DIPLOMA IN BUSINESS MANAGEMENT
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TABLE OF CONTENT
S.NUMBER
1.
TOPIC
Table of Content
2.
Company Logo
3.
Acknowledgement
4.0
Executive Summary
5-7
4.1
Introduction of Marketing
4.2
Company History
9-14
4.3
Introduction of Business
15-26
4.5
Products
27-39
4.6
Process of business
40-41
5.0
Marketing Processing
42-50
5.1
Conclusion
51
5.2
References
52
PAGE
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COMPANY LOGO
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ACKNOWLEDGEMENT
We both Mathuri and Tea Nian Han have taken efforts in this project. However, it would
not have been possible without the kind support and help of many individuals and
organizations. We would like to extend my sincere thanks to all of them. We are highly
indebted to Ms Mogana Sri for her guidance and constant supervision as well as for
providing necessary information regarding the project & also for their support in
completing the project. We would like to express our gratitude towards our parents. This
assignment cannot be completed with our group member effort is Tea Nian Han and
myself. We would like to express our special gratitude and thanks to industry persons for
giving us such attention and time. Our thanks and appreciations also go to our colleague
in developing the project and people who have willingly helped us out with their
abilities."
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EXECUTIVE SUMMARY
The Coca-Cola Company based in Atlanta, USA is the one of the largest beverage
companies in the world. Every single day, 1.7 billion non-alcoholic beverages made by
the Coke-Cola Company are consumed in over 200 countries world wide. Coke-Cola
celebrated its 126th birthday in 2011. The Coke-Cola Company has been present in
Germany since 1929. Today, Coke-Cola GmbH is responsible for national marketing,
managing the Coke-Cola brands and other central functions such as product and
packaging development. Coke-Cola Erfrischungsgetranke AG is responsible for the
bottling and distribution of over 70 products covering a wide range of non-alcoholic
beverages from soft drinks, sugar free soft drinks, juices and cordials to juice spritzers,
ice teas, sport drinks, hot beverages, mineral water and table water. With over 60
company sites in seven distribution areas and over 10,000 employees, Coke-Cola
Erfrischungsgetranke AG meets the demand for Coke-Cola products throughout
Germany. Coca-Cola is sold in more than 200 countries throughout the world, so it's
difficult to think of a country where it's not available. Even in countries where we do not
manufacture Coca-Cola, it is nearly always available, as many entrepreneurs will import
it from neighbouring countries. Since 1900 we have worked with local partners who
bottle and sell Coca-Cola products. By working with these partners, Coca-Cola has been
able to grow into a drink that's bottled locally but enjoyed around the world.
Business Objective
The world is changing all around us. To continue to thrive as a business over the next 10
years and beyond we must look ahead. Understanding the trends and forces that will
shape our business in the future and moving swiftly will prepare us for what's to come.
These are the declarations of our overall mission and goals, and the values that we are
guided by as a company and as individuals.
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Goals
- Assess the vulnerabilities of the quality and quantity of water sources for each of our
bottling plants and implement a locally relevant water resource sustainability program by
the end of 2012.
- To make coke-cola preferable for everyone to have
- To make a profit for their stock holders
The Coca-Cola Company Mission
Our mission is:
To refresh the world - in mind, body and spirit
To inspire moments of optimism - through our brands and actions
To create value and make a difference everywhere we engage
The Coca-Cola Company Vision

To achieve our mission, we have developed a set of goals, which we will work with our
bottlers to deliver:
Profit: Maximising return to shareholders, while being mindful of our overall
responsibilities
People: Being a great place to work, where people are inspired to be the best they can be
Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and satisfy
people's desires and needs
Partners: Nurturing a winning network of partners and building mutual loyalty
Planet: Being a responsible global citizen that makes a difference
Productivity: Be a highly effective, lean and fast-moving organisation
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Target Market
The company's beverages are generally for all consumers. However, there are some
brands, which target specific consumers. For example, Coca-Cola's Diet soft drinks are
targeted at consumers who are older in age, between the years of 25 and 39. PowerAde
sports water target those who are fit, healthy and do sport. Winnie the Pooh sipper cap
Juice Drink target children between the age 5-12. This type of market approach refers to
market segmentation. The Coca-Cola Company when advertising, has a primary target of
those who are 13-24 and a secondary market of 10-39
The Coca-Cola Company Values

Our shared values that we are guided by are:
Leadership
Passion
Integrity
Accountability
Collaboration
Innovation
Quality
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INTRODUCING OF MARKETING
Marketing is the process of communicating the value of a product or service to
customers, for the purpose of selling that product or service. From a societal point of
view, marketing is the link between a societys material requirements and its economic
patterns of response. Marketing satisfies these needs and wants through exchange
processes and building long term relationships. Marketing can be looked at as an
organizational function and a set of processes for creating, delivering and communicating
value to customers, and managing customer relationships in ways that also benefit the
organization and its shareholders. Marketing is the science of choosing target markets
through market analysis and market segmentation, as well as understanding consumer
buying behavior and providing superior customer value.
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COMPANY HISTORY
History of Coca-Cola: 1886-1892
Atlanta Beginnings
It was 1886, and in New York Harbour, workers were constructing the Statue of Liberty.
Eight hundred miles away, another great American symbol was about to be unveiled.
Like many people who change history, John Pemberton, an Atlanta pharmacist, was
inspired by simple curiosity. One afternoon, he stirred up a fragrant, caramel-coloured
liquid and, when it was done, he carried it a few doors down to Jacobs' Pharmacy. Here,
the mixture was combined with carbonated water and sampled by customers who all
agreed - this new drink was something special. So Jacobs' Pharmacy put it on sale for five
cents (about 3p) a glass.
Pemberton's bookkeeper, Frank Robinson, named the mixture Coca-Cola, and wrote it out
in his distinctive script. To this day, Coca-Cola is written the same way. In the first year,
Pemberton sold just nine glasses of Coca-Cola a day. A century later, The Coca-Cola
Company has produced more than 10 billion gallons of syrup.
Over the course of three years, between 1888-1891, Atlanta businessman Asa Griggs
Candler secured rights to the business for a total of about $2,300 (about 1,500). Candler
would become Coca-Cola's first president, and the first to bring real vision to the business
and the brand.
Beyond Atlanta
Asa Candler, a natural born salesman, transformed Coca-Cola from an invention into a
business. He knew there were thirsty people out there, and Candler found brilliant and
innovative ways to introduce them to this exciting new refreshment. He gave away
coupons for complimentary first tastes of Coca-Cola, and outfitted distributing
pharmacists with clocks, urns, calendars and apothecary scales bearing the Coca-Cola
brand. People saw Coca-Cola everywhere, and the aggressive promotion worked. By
1895, Candler had built syrup plants in Chicago, Dallas and Los Angeles.
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Inevitably, the drink's popularity led to a demand for it to be enjoyed in new ways. In
1894, a Mississippi businessman named Joseph Biedenharn became the first to put CocaCola in bottles. He sent 12 of them to Candler, who responded without enthusiasm.
Despite being a brilliant and innovative businessman, he didn't realise then that the future
of Coca-Cola would be with portable, bottled beverages customers could take anywhere.
He still didn't realise it five years later, when, in 1899, two Chattanooga lawyers,
Benjamin Thomas and Joseph Whitehead, secured exclusive rights from Candler to bottle
and sell the beverage - for the sum of only one dollar.
Safeguarding the brand
Imitation may be the sincerest form of flattery, but The Coca-Cola Company was none
too pleased about the proliferation of copycat beverages taking advantage of its success.
Coca-Cola was a great product, and a great brand. Both needed to be protected.
Advertising focused on the authenticity of Coca-Cola, urging consumers to 'Demand the
genuine' and 'Accept no substitute'.
The company also decided to create a distinctive bottle shape to assure people they were
actually getting a real Coca-Cola. The Root Glass Company of Terre Haute, Indiana, won
a contest to design a bottle that could be recognised in the dark. In 1916, they began
manufacturing the famous Contour Bottle. The Contour Bottle, which remains the
signature shape of Coca-Cola today, was chosen for its attractive appearance, original
design and the fact that, even in the dark, you could identify the genuine article.
As the country roared into the new century, The Coca-Cola Company grew rapidly,
moving into Canada, Panama, Cuba, Puerto Rico, France, and other countries and US
territories. In 1900, there were two bottlers of Coca-Cola; by 1920, there were about
1,000.
The Woodruff legacy
Perhaps no person had more impact on The Coca-Cola Company than Robert Woodruff.
In 1923, four years after his father Ernest purchased the company from Asa Candler,
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Woodruff became the company's president. While Candler had introduced the US to
Coca-Cola, Woodruff would spend more than 60 years as company leader introducing the
beverage to the world beyond.
Woodruff was a marketing genius, who saw opportunities for expansion everywhere. He
led the expansion of Coca-Cola overseas and in 1928 introduced Coca-Cola to the
Olympic Games for the first time when Coca-Cola travelled with the US team to the 1928
Amsterdam Olympics. Woodruff pushed development and distribution of the six-pack
and many other innovations that made it easier for people to drink Coca-Cola at home or
away. This new thinking made Coca-Cola not just a huge success, but a big part of
people's lives.
The war and its legacy
In 1941, America entered World War II. Thousands of men and women were sent
overseas. The country, and Coca-Cola, rallied behind them. Woodruff ordered that 'every
man in uniform gets a bottle of Coca-Cola for five cents, wherever he is, and whatever it
costs the company'. In 1943, General Dwight D Eisenhower sent an urgent cablegram to
Coca-Cola, requesting shipment of materials for 10 bottling plants. During the war, many
people enjoyed their first taste of the beverage, and when peace finally came, the
foundations were laid for Coca-Cola to do business overseas.
Woodruff's vision that Coca-Cola be placed within 'arm's reach of desire' was coming true
- from the mid-1940s until 1960, the number of countries with bottling operations nearly
doubled. Post-war America was alive with optimism and prosperity. Coca-Cola was part
of a fun, carefree American lifestyle, and the imagery of its advertising - happy couples at
the drive-in, carefree mums driving big yellow convertibles - reflected the spirit of the
times.
A world of customers
After 70 years of success with one brand, Coca-Cola, the company decided to expand
with new flavours. Fanta, originally developed in the 1940s, was introduced in the 1950s,
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while Sprite followed in 1961, with TAB in 1963 and Fresca in 1966.
The company's presence worldwide was growing rapidly, and year after year, Coca-Cola
found a home in more and more places: Cambodia, Montserrat, Paraguay, Macau, Turkey
and more.
Advertising for Coca-Cola, always an important and exciting part of its business, really
came into its own in the 1970s, and reflected a brand connected with fun, friends and
good times. The international appeal of Coca-Cola was embodied by a 1971 commercial,
where a group of young people from all over the world gathered on a hilltop in Italy to
sing I'd Like To Buy The World A Coke.
Diet Coke and new Coke
The 1980s - the era of legwarmers, headbands and the fitness craze, and a time of much
change and innovation at The Coca-Cola Company. In 1981, Roberto C Goizueta became
chairman of the board of directors and CEO of The Coca-Cola Company. Goizueta
completely overhauled the company with a strategy he called 'intelligent risk taking'.
Among his bold moves was organising the numerous US bottling operations into a new
public company, Coca-Cola Enterprises Inc. He also led the introduction of Diet Coke,
the very first extension of the Coca-Cola trademark. Within two years, it had become the
top low calorie drink in the world, second in success only to Coca-Cola.
One of Goizueta's other initiatives, in 1985, was the release of a new taste for Coca-Cola,
the first change in formulation in 99 years. In taste tests, people loved the new formula,
commonly called New Coke. In the real world, they had a deep emotional attachment to
the original, and they begged and pleaded to get it back. Critics called it the biggest
marketing blunder ever. Coca-Cola listened, and the original formula was returned to the
market as Coca-Cola Classic, and the product began to increase its lead over the
competition - a lead that continues to this day.
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New markets and brands
The 1990s were a time of continued growth for The Coca-Cola Company. The company's
long association with sports was strengthened during this decade, with ongoing support of
the Olympic Games, FIFA World Cup football, the Rugby World Cup and the National
Basketball Association.
The year 1993 saw the introduction of the popular Always Coca-Cola advertising
campaign, and the world met the lovable Coca-Cola Polar Bearfor the first time. New
markets opened up as Coca-Cola products were sold in East Germany in 1990 and
returned to India in 1993.
New beverages joined Coca-Cola's line-up, including Powerade sports drinks and Oasis
fruit drinks. Coca-Cola's family of brands further expanded through acquisitions,
including Limca, Maaza and Thums Up in India, Barq's root beer in the US, Inca Kola in
Peru, and Cadbury Schweppes beverage brands in more than 120 countries around the
world. By 1997, Coca-Cola already sold one billion servings of its products every day,
yet knew that opportunity for growth was still around every corner.
History of Coca-Cola: 2000-Now
The last decade marked an increase in Coca-Cola's efforts to create a sustainable

framework for the future. In 2009, the company launched Live Positively - a public
commitment to making a positive difference in the world by redesigning the way we
work and live so that sustainability is part of everything we do. Live Positively includes
goals for providing and tailoring beverages for every lifestyle, supporting active, healthy
living programmes, building sustainable communities, reducing and recycling our
packaging, cutting our carbon emissions, establishing a sustainable water operation and
creating a safe, inclusive work environment for all.
The company has continued to build on existing relationships with global sports events
such as the 2010 FIFA World Cup and prepare for theLondon 2012 Olympics Games,
and the company continued to nurture our affiliation with the Special Olympics, which
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began in 1968.
Coca-Cola has remained dedicated to offering quality drinks for every lifestyle and
occasion, marketing those beverages responsibly and providing information that
consumers can trust. As of 2008, Coca-Cola can count more than 160 low and no calorie
drinks in the company's range, such as Coke Zero and Powerade Zero. The company now
also lists the nutritional information on the front of all drinks in Great Britain with plans
to roll out worldwide.
2011 will also see Coca-Cola reaching the grand age of 125, when well be celebrating
our rich heritage and thanking you, our consumers, by spreading moments of happiness
around the globe.
From the early beginnings when just nine drinks a day were served, Coca-Cola has grown
to be the world's most ubiquitous brand, with more than 1.6 billion beverage servings
sold each day. Now well into its second century, the company's goal is still to provide
magic every time someone drinks one of its more than 400 brands - and to do so in a
sustainable way that benefits consumers and the communities we operate in.
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INTRODUCTION OF BUSINESS
Founded in 1886 by pharmacist Dr John S Pemberton in Atlanta, Georgia, The Coca-Cola

Company is the world's leading manufacturer, marketer and distributor of non-alcoholic
beverage concentrates and syrups, and produces over 500 brands. The Coca-Cola
Company continues to be based in Atlanta, USA, with operations in over 200 countries.
Coca-Cola Great Britain (CCGB)

Coca-Cola Great Britain (CCGB) is responsible for marketing 21 brands (over 100
products) to consumers in Great Britain, developing new brands, extending existing
brands and protecting Coca-Cola trademarks in Great Britain. CCGB employs around 40
people at its headquarters in west London.
Coca-Cola Enterprises Ltd (CCE)

Coca-Cola Enterprises Ltd (CCE) is the local bottler responsible for the manufacturing,
distribution, sales and trade marketing of the brands of CCGB throughout England,
Scotland and Wales. It employs around 4,400 people at its various sites across Britain.
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The Coca-Cola System

Together, CCGB and CCE form one 'system', which is referred to as 'The Coca-Cola
System', but is not a single entity from a legal or a management point of view. The two
businesses work together closely and have taken a joint approach to corporate
responsibility.
Our products
Here in Great Britain we manufacture and market a wide range of drinks. Our carbonated
soft drinks include well-known brands such as Coca-Cola, Diet Coke, Coke Zero, Sprite
and Fanta, as well as Oasis still fruit drinks, isotonic sports drink Powerade and
Schweppes Abbey Well water. We also own the Schweppes product range, Relentless
energy drinks and the Glaceau vitaminwater range. Coca-Cola Enterprises also
manufactures and distributes some products for other brand owners. These include CapriSun, Monster energy drinks and the Appletiser, Peartiser and Fruitiser range of sparkling
fruit juices. All our drinks come in a variety of different packaging formats - aluminium
cans, glass and plastic bottles - with portion sizes ranging from 150ml cans through to
two litre bottles.
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This map shows the location of our operations in Great Britain:
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Marketing strategies and Marketing Mix

Product
- The Coke-Cola Company's products include beverage concentrates and syrups, with the
main products being finished beverages. The business has over 300 brands of beverages
around the world with the main ones being Coke, Fanta, Lift,Sprite,Frutopia 100% Fruit
Juice, and PowerAde. The Coke-Cola Company packages its beverages into plastic
bottles of sizes 2 litres, 1.25 litres, 600mL and 300mL. These are also available in
aluminium cans of 375mL. Coke-Cola is the most well known trade mark, recognised by
94 percent of the world's population. The business is very successful and holds a very
good reputation. Marketing strategies for product. The Coke-Cola Company uses
marketing strategies to differentiateits product from its competitors to gain a competitive
advantage.
Price
Due to the availability of wide range products the pricing is done according to the market
and geographic segment. Each sub-brand of coca cola has different pricing strategy. Their
pricing strategy is based on the competitors pricing, Pepsi is the direct competitor to
coke. Beverage market is said to be a oligopoly market (few sellers and large buyers),
hence they form into cartel contract to ensure a mutual balance in pricing between the
sellers.
Pricing Methods/Pricing Strategies

The Coke-Cola Company's products are sold in retail stores, convenient stores, petrol
station. The pricing methods/strategies are set by those the company sells to Petrol
Station and convenient stores usually sell Coke-Cola products at a fixed price.
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Promotion
- Advertising the Coke-Cola Company uses advertising as its main source of increasing
consumer awareness. It mainly uses the television. There are many television
advertisements on Coca-Cola products. This source allows the company's products to
reach a large audience. The latest television advertisements for Coca-Cola soft drinks was
the 'You know you want it' advertisement. One of the older one are 'If you drink it,you get
better of life' The company also uses the radio as another source of advertisement. This is
cheaper source of approach compared to the television. Recently, the company benefited
from its involvement in the world's celebrated games such as the Olympics and the FIFA
World Cup. Where millions were watching these games, the business had substantial
advertising and promotion of the company's brands.
- Personal selling Every year, The Coca-Cola Company has a highly trained sales team,
which acts as a representative of the Company to the retailers. This strategy helps to
maintain service and product loyalty. It has been demonstrated by the business to be
highly effective. Publicity in February 2003, Vanilla Coke was released to the media as
news brief outlining the huge profit achieved by the business(from the Sydney Moming
Herald 14th February 2003). This helped the Coca-Cola Company to strength the image of
the business's product.
Place of distribution
- The Coca-Cola Company sells its products to bottling and canning operations,
distributors, fountain wholesales and some fountain retailers. These then distributes them
to retail outlets, milk bar and corner stores, restaurants, petrol stations and newsagents.
Indirect distribution the Coca-Cola Company uses intermediaries in its distribution. That
is company does not sell its products directly to its consumers. Intensive distribution the
Coca-Cola Company uses the intensive distribution strategy. The business's products are
sold in almost every outlet including: retail outlets, small shops, restaurants, petrol
stations, newsagents, schools, sports and entertainment venues, from vending machine
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BASIC CONCEPTS OF MARKETING

Needs
- Human needs is a state of lacking something necessary in a person. Needs are in various
forms.Coca-Cola HBC,(Hellenic Bottling Company)customers are at the heart of
everything we do. Customer preference is a core value of our business. This means
building true partnerships that create sustainable value and profitable growth for our
business and our customers across all key channels. By finding new ways to win together
in the marketplace, we aim to be the preferred supplier to all of our customers. To achieve
this, we have adopted a comprehensive set of initiatives designed to build collaborative
customer relationships and ensure excellent execution.
Wants
- Wants are human needs that have been molded by culture and individual personality.
For the first time ever, Coca-Cola has chosen to leave out the most important element of
its branding. It has replaced the legendary Coke logo with around 150 terms a selection
of first names, and teenage slang. On the Internet, consumers can create virtual bottles
featuring their own names and words, and send them to friends via social networks.
Facebook users can enjoy their virtual bottles online, or order the real thing to be
delivered to their homes.
Demands
- A demand is created when buying power backs a customer want the Coca-Cola
Company produces over 400 brands of non-alcoholic beverages, including carbonated
and non-carbonated beverages, such as ready-to-drink juices, coffee drinks, tea and
bottled water. Under these 400+ brands, there are more than 3,000 different beverage
products. [6] Most of company's beverage portfolio is composed of carbonated soft drinks,
though the company has been expanding into the non-Carbonated Soft Drinks category in
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response to a shift in consumer demand and a greater emphasis on healthy options.

Offerings
-A balanced product offerings we are constantly expanding the range of brands and
flavours offered to our customers and consumers across growing non-alcoholic beverage
categories, in response to new preferences and tastes. In broadening our product portfolio
of brands, we are offering our consumers more choices than ever.
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Responding to consumers needs with innovation
Consumer needs and demands are constantly evolving throughout our markets. In order
to remain relevant to our consumers we establish clear category and brand priorities and
define focused objectives. We drive innovation by continuously building on our strong
family of brands and introducing new flavors and packages in specific markets such as
the recent lemon-passion fruit mineral water in Croatia, the strawberry and kiwi Fanta in
Austria and new serving sizes such as the 250ml PET bottles to complement the 250ml
glass bottle and 150ml cans sold in multipacks. Part of our innovation process, we are
launching existing brands in new markets and re-launching or reinvigorating existing
brands where appropriate. In many of our markets where adults are a growing segment of
our consumer base, we have launched several product innovations to ensure we meet
their expectations and their increased interest in reducing their sugar and calorie intake.
In 2008, we launched Coca-Cola Zero, a full-flavor no calorie Coca-Cola beverage highly
popular among adult consumers, which is available in 20 out of our 28 markets. We have
progressively reformulated Fanta, Sprite and Nestea so they now contain up to 30% fewer
calories than in 2010. This has been a gradual process to enable our consumers to adjust
to the reduced sugar content. The average calorie content of our beverages is now
31Kcal/100ml, representing a 16% decrease since 2011 and supporting our commitment
to promoting healthy lifestyles. We are also innovating in the use of natural sweeteners,
Stevia, a plant-based extract that has zero calories. In 2012, we launched Sprite with
Stevia in Switzerland, and its mainly used in our Nestea range available in 12 of our
markets.
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Marketing Management Orientations

Production Concept
- The production concept holds that people will buy a product that was well made and
reasonably priced The carbonated soft drinks produced by Coca-Cola Hellenic in Czech
Republic are subject to strict quality control and inspection procedures ensuring they
meet the highest international standards.
Briefly, the processes involve the following:
1. Pure water is subjected to sophisticated filtering, softening and disinfecting to remove
all impurities.
2. Sugar is added, along with the appropriate beverage concentrate to produce a syrup,
the basic component for the soft drink.
3. The mixture is saturated with carbon dioxide at a low temperature and under high
pressure to give the drinks their renowned fizziness.
4. Automated machinery dispenses the mixture, in precisely calculated quantities, into
sterilised bottles while another cans, caps or seals them.
5. The containers move to another machine which applies labels and bar codes, after
which they are automatically inspected to guarantee they meet all requirements.
6. After final checking, bottles and cans are transported to machines which pack them in
cartons or boxes before being laces on wooden pallets.
7. The packed beverages are delivered by trucks to storage facilities to await delivery to
customers and to be enjoyed by consumers.
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Product Concept
- More than 3,000 beverages, from diet and regular sparkling beverages to still beverages
such as 100 percent fruit juices and fruit drinks, water, sports and energy drinks, teas and
coffees, and milk and soy based beverages our variety spans the globe. Essentially a
touchstone for pop culture, Coca-Cola has earned its status in the minds of consumers by
being a leader in the world of style and reflecting the tastes and preferences of each
generation. Always upfront and innovative, Coca-Cola continually succeeds in
reinventing itself, miraculously updating the spirited essence of the brand while
maintaining its position as an everyday connection point for individuals everywhere.
Marketing Concept
Marketing involves getting the right product to the right place, at the right time, at the
right price and with the most suitable promotional activity. Coca-Cola has always been
able to create the most appropriate marketing mix. Since its beginnings, Coca-Cola has
built its business using a universal strategy based on three timeless principles is
acceptability is through effective marketing, ensuring Coca-Cola brands are an integral
part of consumers's daily lives, making Coca-Cola the preferred beverage everywhere.
Next affordability is Coca-Cola guarantees it offers the best price in terms of value for
money. Finally, availability is making sure that Coca-Cola brands are available anywhere
people want refreshment, a pervasive penetration of the marketplace.
Selling Marketing Concept

- The selling concept believes that consumer will not buy enough of the organization's
products unless the firm has taken considerable promotion and selling efforts. For
example,at India, there are promotions as buy two 2litre bottles get 1litre bottle free.
New media in which a special code is at the back of the cap and you need to text to code
to a specific number and there will be a lucky draw out of it. Vouchers and coupons to get
free bottles. Buy Dominos Pizza and get 500ml bottle of coke.
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Societal Marketing Concept

- This most recent concepts holds that organizations must not only determine the needs
and wants of its customers but also deliver the desired satisfaction customer. Example if
customer not satisfied with coca-cola brand. The customer can make complaint through
online.
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PRODUCT DESCRIPTION
COCA-COLA
Coca-Cola is the most popular and biggest-selling soft drink in history, as well as the
best-known brand in the world.
On May 8, 2011, Coca-Cola celebrated its 125thanniversary. Created in 1886 in Atlanta,
Georgia, by Dr. John S. Pemberton, Coca-Cola was first offered as a fountain beverage at
Jacob's Pharmacy by mixingCoca-Cola syrup with carbonated water.
Coca-Cola was patented in 1887, registered as a trademark in 1893 and by 1895 it was
being sold in every state and territory in the United States. In 1899, The Coca-Cola
Company began franchised bottling operations in the United States.
Coca-Cola might owe its origins to the United States, but its popularity has made it truly
universal. Today, you can find Coca-Cola in virtually every part of the world.
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SPRITE
Introduced in 1961, Sprite is the world's leading lemon-lime flavored soft drink. Sprite is
sold in more than 190 countries and ranks as the No. 3 soft drink worldwide, with a
strong appeal to young people. Millions of people enjoy Sprite because of its crisp, clean
taste that really quenches your thirst. But Sprite also has an honest, straight forward
attitude that sets it apart from other soft drinks. Sprite encourages you to be true to who
you are and to obey you.
FANTA
Introduced in 1940, Fanta is the second oldest brand of The

Coca-Cola Company and our second largest brand outside the US. Fanta Orange is the
leading flavor but almost every fruit grown is available as a Fanta flavor somewhere.
Consumed more than 130 million times every day around the world, consumers love
Fanta for its great, fruity taste.
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DIET COKE
Diet Coke, also known as Coca-Cola light, is a sugar- and

calorie-free soft drink with a deliciously crisp taste that gives you a light boost in your
busy day. It was first introduced in the United States on August 9, 1982, as the first new
brand since 1886 to use the Coca-ColaTrademark. The brand created an entire new
category and a new way of life. Today, Diet Coke/Coca-Cola light is one of the largest
and most successful brands of TheCoca-Cola Company, available in over 150 markets
around the world.
COCA-COLA ZERO
Coca-Cola zero was created with young adults in mind and

offers great Coke taste, uplifting refreshment and zero sugar.
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DASANI
Pure, crisp DASANI delivers fresh taste with a clean, fresh style.
DASANI DROPS is the vibrant and delicious drop that transforms everyday moments
into something deliciously fun, unexpected and colorful. A refreshing duo.
MINUTE MAID
Minute Maid has been making juice for over 60 years and has a
heritage of nutrition, innovation, and quality. We continue to use high quality fruits and
fruit juices so that consumers can enjoy our products with confidence. Our commitment
to delivering high-quality juices and juice drinks with great taste and good nutrition is
something you can count on. Thats the stuff that makes you feel good and thats what we
do.
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CIEL
Ciel is a purified, noncarbonated bottled water that has

been enjoyed by consumers since 1996. Ciel Mineralizada, a bottled mineral water,
became available in Mexico in 2001.
POWERADE
POWERADE combines carbohydrates, electrolytes with

fluids for energy and hydration. It quenches thirst and replenishes minerals and
carbohydrates lost during sports or other intense activities. In most markets,
POWERADE is scientifically formulated with the ION4 Advanced Electrolyte System,
which helps replenish 4 key electrolytes lost in sweat: Sodium, Potassium, Calcium, &
Magnesium. Currently, this Powerade available in the United States.
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SIMPLY
Simply Orange is a premium, gently pasteurized, not from

concentrate 100% orange juice. Available in six varieties, Simply Orange is never frozen
and never sweetened.
COCA-COLA LIGHT
Diet Coke, also known as Coca-Cola light, is a sugar- and

calorie-free soft drink with a deliciously crisp taste that gives you a light boost in your
busy day. It was first introduced in the United States on August 9, 1982, as the first new
brand since 1886 to use the Coca-ColaTrademark. The brand created an entire new
category and a new way of life. Today, Diet Coke/Coca-Cola light is one of the largest
and most successful brands of TheCoca-Cola Company, available in over 150 markets
around the world.
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FRESCA
With a unique citrus taste, Fresca is a caffeine-free soft drink

for discriminating adults. Fresca was introduced in the United States in 1966 as a caloriefree grapefruit-flavored drink. Its bubbly, crisp, light taste provides a flavorful beverage
to consumers who want great citrus taste in a calorie-free soft drink. Fresca is sweetened
with sugar in some parts of the world.
GLACAU VITAMINWATER
Glacau Vitaminwater has always been a simple idea. start

with water. and then add bold, fruity flavors and just the right amount of sugar to make it
delicious. finally, top it off with a little extra nutrition. genius. and it never wouldve
happened if someone hadnt looked at a plain bottle of water and said, what if this was a
little better? making things a little better is what makes glacau vitaminwater great.
glacau vitaminwater, the pioneer of the nutrient-enhanced water beverage category, is
available in over 26 countries. grab a cold vitaminwater and make your day a little better.
Also available with no calories in many countriesglacau vitaminwater zero.
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DEL VALLE
Del Valle Brand has its roots in Latin America and recently
joined our billion dollar brand status within TheCoca-Cola Company portfolio of
brands. It has a diverse juice line up ranging from 100% juices and nectars to juice drinks
and is available in different convenient packaging for the whole family. The brand is
available in Mexico, Brazil, Colombia, Venezuela, Central America, and other markets in
Latin America.
GLACAU SMARTWATER
Glacau Smartwater is inspired by the way mother nature

makes water, known as the hydrologic cycle. We simulate this process by vapor distilling
water, making every drop as pure as the very first drop of rain (before it passes through
pollutants, of course). If thats not smart enough, we then one-up mother nature by adding
in electrolytes for a clean crisp taste. If that sounds like genius, it is. Smartwater is smart
because its made that way.
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MELLO YELLO
The smooth citrus taste of Mello Yello has refreshed people's

thirst for over two decades. Its unique taste and confident, in-control style sets it apart
from other soft drinks. Mello Yello highlights the smooth choices in life - because when
you drink Mello Yello, everything goes down easy.In October 2006, after pressure from
Vilasa Chandra Izquierdo, Mello Yello was relaunched in New Zealand as a 'limited
edition' product after a long absence, of at least 15 years, from the local market. The
relaunched New Zealand version contained the original 1980s logo, and just like when it
was available in the 1980s even contained the words A Product of the Coca-Cola
Company on the bottle top. This 'limited edition' release was only available in 600ml and
1.5 litre plastic bottles and contained the words Limited Edition. Only 200,000 cases of
the promo product were produced in 2006 according to Coca Cola. Mello Yello was once
again relaunched to the New Zealand market in October 2007 and was available until the
end of 2007. It has now been relaunched in New Zealand again as 'limited edition' for the
summer months. In late June 2011, Mello Yello was relaunched in Japan. Packaging in
Japan carries a 'Smooth Taste Smooth Times' slogan and a 'Since 1983' badge on the side
of cans and bottles. Melloyello-Japan-2011 In Australia, the Mello Yello brand has
returned during the 2012-2013 summer, with a 1980s era logo being used. In small type,
the packaging says, "Mello Yello presented by Lift"; however, the contents are not Lift.
Lift is also available in 1990s-themed packaging. This Mello Yello is not caffeinated. It is
notable that Mountain Dew in Australia had not been caffeinated until about six months
prior to this release. This release therefore returns something similar to the "old" flavor of
Mountain Dew to the Australian market
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FUZE
FUZE is reinventing the juice drink experience with its line of

flavored beverages that blend together the goodness of diverse fruity flavors and
nutritional ingredients. The new and improved FUZE is now available in twelve
mouthwatering flavor varieties, each of which is an excellent source of antioxidant
Vitamins A, C and E.
FUZE TEA
FUZE TEA is a new global tea brand from the CocaColafamily that is a fusion of tea with fruit flavors and other natural ingredients. Created
through a special process that ensures a delightful fusion of tea, fruit and other natural
flavors, FUZE TEA delivers a fresh, contemporary expression of tea.
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BURN
With a potent combination of energizing ingredients, burn

is designed to invigorate your senses and to give you the power to keep it going.
Available in 76 markets throughout Europe, Africa and Latin America, burn is popular
among adventurous trendsetters.
HONEST TEA
Honest Tea, the nation's #1 organic bottled tea, delivers

great-tasting, lower-calorie refreshment. Each tea is freshly brewed using organic tea
leaves and a touch of organic cane sugar. Honest Ade and Honest Kids, organic
caffeine-free thirst quenchers, are 50 calories or less per serving. Honest Tea is USDA
Certified Organic, OU Kosher, Fair Trade Certified and is available at retailers
nationwide.
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NOS
Popular among auto enthusiasts, NOS is sold in 16-oz.

cans and 22-oz. re-sealable bottles, with the latter bearing a resemblance to actual Nitrous
Oxide canisters used in automotive performance. The unique 22-oz. package won a
National Association of Container Distributors packaging innovation award in 2007.
NOS Energy Drink was developed in 2005 by FUZE Beverage and Holley Performance
Products and was purchased by TheCoca-Cola Company in 2007.
ODWALLA
With a vivacious medley of scrumptious beverages and

bars, Odwalla artfully blends the best ingredients from nature with the latest learnings in
nutrition. Odwalla products never contain any artificial colors, flavors, preservatives or
genetically modified ingredients. The Odwalla line includes Superfood(TM), smoothies,
pure juices, proteins and energy.
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POWERADE ZERO
Electrolytes without the calories. POWERADE ZERO is a

great-tasting electrolyte-enhanced sports and fitness drink. It combines electrolytes with
fluids for hydration. It quenches thirst and replenishes minerals lost during sports or other
intense activities.
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PROCESS OF BUSINESS
The Coca-Cola System
We are a global business that operates on a local scale, in every community where we do
business. We are able to create global reach with local focus because of the strength of
theCoca-Cola system, which comprises our Company and our more than 250 bottling
partners worldwide.
The Coca-Cola system is not a single entity from a legal or managerial perspective, and
the Company does not own or control all of our bottling partners.
While many view our Company as simply "Coca-Cola," our system operates through
multiple local channels. Our Company manufactures and sells concentrates, beverage
bases and syrups to bottling operations, owns the brands and is responsible for consumer
brand marketing initiatives. Our bottling partners manufacture, package, merchandise and
distribute the final branded beverages to our customers and vending partners, who then
sell our products to consumers.
All bottling partners work closely with customers -- grocery stores, restaurants, street
vendors, convenience stores, movie theaters and amusement parks, among many others -to execute localized strategies developed in partnership with our Company. Customers
then sell our products to consumers at a rate of more than 1.8 billion servings a day. In
January 2006, our Company-owned bottling operations were brought together to form the
Bottling Investments operating group, now the second-largest bottling partner in the
Coca-Colasystem in terms of unit case volume.
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Coca-Cola Systemwide Performance

In April 2007, associates from The Coca-Cola Company and several of our largest
bottling partners met for the first time to discuss the development of a core set of
performance indicators for the Coca-Cola system. Working groups of Company
associates and representatives from our bottling partners have been formed to determine
the feasibility -- due to the legal and management complexity of the Coca-Cola system -of collecting and consolidating economic and social data in addition to the environmental
data already collected. Many of our bottling partners produce their own corporate
responsibility reports which can be viewed in the Sustainability Reports section.
Coca-Cola Refreshments (CCR)
What is CCR? The Coca-Cola Company and the largest bottler, Coca-Cola Enterprises,
took actions in 2010 and 2011 to strategically advance our partnership. The Coca-Cola
Company has acquired CCE's entire North American business, renaming the sales and
operational elements of Coca-Cola Enterprises North American businesses to Coca-Cola
Refreshments (CCR). Additionally, The Coca-Cola Company has folded in the vast
majority of its U.S. and Canada businesses into CCR. This is an exciting development in
the history of the world's greatest brand.
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MARKETING PROCESSING
Coca-Cola has had a long-standing commitment to responsible marketing for many

years, and in 2009 we set out explicitly what these commitments mean in practice.
The Responsible Marketing Charter is a set of principles that guide our entire approach to
marketing and establish firm rules for what we should and shouldn't do. We use
independent auditors to check that we're complying with the principles set out in the
charter.
Some highlights from the Responsible Marketing Charter
We don't market any drinks to children under 12 because we believe parents
should choose the drinks that are right for their families. We help parents make
informed choices through better consumer information
We will work with an independent consultancy to constantly monitor TV ad
placement.
We do not have direct commercial agreements with primary schools and are only
in secondary schools by invitation.
We will not associate ourselves with cinema films where the core audience is
under 12.
Online marketing is a fast-growing area at the moment and we want to make sure we're
being responsible here too. With the International Business Leaders Forum we've
launched a Responsible Marketing Network online - a network that brings together
marketing practitioners to share best practice and solve issues.
Talking with our consumers
We'll also continue to have a dialogue with consumers and other stakeholders on
responsible marketing, to ensure we keep delivering a wide variety of great quality
drinks.
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Since its beginnings, Coca-Cola has built its business using a universal strategy based on
three timeless principles is acceptability, affordability and availability. Acceptability is
through effective marketing, ensuring Coca-Cola brands are an integral part of
consumer's daily lives, making Coca-Cola the preferred beverage everywhere.
Affordability is Coca-Cola guarantees it offers the best price in terms of value for money.
Availability is making sure that Coca-Cola brands are available anywhere people want
refreshment, a pervasive penetration of the marketplace.
Global advertising
Advertising also is a marketing process for Coca-Cola. Advertising is a most effective
force in gaining social acceptance for any product and Coca-Cola has recognised and
used this power from its very first advertisement in 1892.
Over the decades, by emphasising youth and energy, Coca-Cola has created advertising
slogans, or 'straplines' , which are memorable, innovative and still relevant to the brand
today:
1886 - Delicious and Refreshing
1929 - The Pause that Refreshes
1942 - It's the Real Thing, often used since 1942
1963 - Things go Better with Coca-Cola
1971 - I'd like to Teach the World to Sing
1976 - Coke Adds Life
1982 - Coke is It
1989 - Can't Beat the Feeling
1993 - Always Coca-Cola
1996 - Eat Football, Sleep Football, Drink Coca-Cola.
Coca-Cola is able to engage in global advertising because the messages created about its
products have a universal appeal. Coca-Cola's powerful brand personality has become a
vehicle for promotion in its own right. Coca-Cola has provided a platform for a number
of highly successful artistic and sporting events, including the Olympics. The brand has
also proven to be strong enough to support a wide range of branded merchandise bought
not only for its quality, but because it is fashionable.
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Using market research to develop a product range

1) The soft drinks category
Coca-Cola GB(Great Britain) operates in the non-alcoholic beverage market. How these
beverages are supplied to consumers varies enormously, from vending machines that
supply single units to supermarket multipacks. In soft drinks alone, Coca-Cola GB(Great
Britain) has a broad range of over 80 products.
2) Building
the range
A business can enlarge its product range in two ways is internally, through new product
development based on market researchand externally, by acquiring related companies,
and if appropriate, building on their existing range.For example, in 1999 The Coca-Cola
Company purchased, in various countries, soft drinks brands from Cadbury Schweppes
plc, including Dr Pepper, Oasis, Kia-Ora and Malvern. The acquisition of Schweppes
provided the opportunity to complement the range and to accelerate growth through new
product development. Coca-Cola GB's(Great Britain) approach to new product
development is uncomplicated. It innovates to meet consumer demands; the consumer
has a central role in the research and development process.
3) Organising around the consumer

This case study focuses on the activities of Coca-Cola GB(Great Britain), an organisation
focused solely on meeting consumers' needs in line with the Company's mission
statement. At the centre of Coca-Cola GB(Great Britain) is its marketing department. Its
primary purpose is to discover what consumers want and ensure the organisation delivers
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this.
Placing marketing at the heart of the organisation enables Coca-Cola GB to grow the
product range in ways that best meet consumer requirements through developing such as
new drink categories examples sports drinks, new products within an existing category
example Winnie the Pooh Roo Juice and new variants of existing products (brand line
extensions/pack innovations) example Fanta Icy Lemon.
4) Category segmentation
By dividing a category into segments, businesses can identify different groups of
consumer wants. It is then possible to design products to meet those requirements. Each
segment within the overall range of Coca-Cola meets specific consumer wants. CocaCola GB carries out extensive market research to identify consumer wants in every
segment of category in which it operates. For example, market research analysis of the
demographics of consumers in Great Britain revealed a growth in smaller households.
The appropriate product response was to produce 1.25 litre share-size bottles. A study of
occasions when people drink sports drinks showed the importance of making it available
in leisure centres. Other research showed that the famous original Coca-Cola glass bottle
is best targeted at restaurants and special party occasions. Market research into where
specific products are consumed influences the design of pack types e.g. a 2 litre bottle for
family consumption at home and a smaller 500ml bottle for consumption 'on the move'.
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5) Market research
Market research means systematically gathering, recording and analysing market data.
Primary research involves going 'into the field' (e.g. house-to-house or street surveys).
Secondary research involves using existing sources of information to research the market
such as published reports or articles, or searching the Internet. There are two main
approaches to 'primary' market research is quantitative research collecting information
from a broad population sample example by conducting extensive surveys, used when
Coca Cola GB(Great Britain) wants to gauge appeal across a wide audience and
qualitative research working with small 'focus' groups. This involves far more detailed
investigations, e.g. gathering a small group of 'typical' consumers to taste test products or
to talk about their preferences and experiences of using different products. Qualitative
research, whilst not representative of the views of the general population, provides
greater insight into 'why' people think what they think.
Coca-Cola GB's(Great Britain) research process has five stages:
Firstly, Identify opportunity such as does it fit into an existing or new product category?
and Who are the target consumers? What do they want? The method is desk research.
Secondly, Explore solution such as What is the best solution?
-a new product?
-a product extension?
-a new packaging concept?
-a new design?
The method is qualitative research using focus groups and in-depth interviews one to one.
Thirdly, measure suitability/effectiveness. Evaluate the relative appeal of alternative
solutions in terms of meeting consumer requirements. The method quantitative research
through face-to-face, telephone/internet interviews. Fourtly, test market as it is very
expensive for a company to launch a new product, before going for a full market launch it
often pays to try out new product ideas in a 'test' market. This may be launching the
product in just one region of Great Britain, with just one retailer or conducting a
'Simulated Test Market'. The method is quantitative research from participants in a test
sample of consumers who physically live with the test product for a period of days. There
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are three stages is concept research is to determine whether consumers like the 'concept'
of the new product. Next, product attributes is to determine whether the actual 'product'
offering matches the 'concept'. Moreover volume assessment is to determine whether
consumers will actually buy the new product and what, if any, existing products it will
replace. Future more, track market performance. This involves tracking the product's
success once it has been launched e.g. by recording sales figures, numbers of people
familiar with the product. The method is quantified continuous rolling study with
consumers and/or analysis of Electronic Point of Sale data (sales information gathered via
retailers' tills).
6) Product development
Ansoff's matrix is a useful tool for examining a company's product range. This compares
the alternatives of developing new products and new markets. There are four main
options is market penetration is selling more of the same types of product to the same
types of people. Next product development is building on existing relationships with
consumers and on a creative ability to develop new products suited to consumer wants.
Future more, market development is developing an existing product to cater for emerging
markets. Finally, diversification: developing new products for new markets.
Coca-Cola Great Britain using market research to develop a product range.
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7) Developing the range

The company's Business Intelligence and Planning Department is responsible for
collecting the research and presenting it to the Consumer Marketing Department. The
following examples illustrate ways in which Coca-Cola GB(Great Britain) has developed
its product range.
1. Coca-Cola Vanilla
There had not been flavour innovation involving Coca-Cola since 1986 when Coca-Cola
Cherry was launched. However, recently Coca-Cola Vanilla had a successful launch in
the USA, so it was decided to test its potential in Great Britain. Product evaluation
involved carrying out taste testing to identify the best formula/flavour for consumers'
palates in Great Britain. At the same time, considerable effort was put into graphic
development. It was important for the pack design to incorporate the Coca-Cola trade
mark, thus remaining true to the Coca-Cola family, but also to differentiate the new
flavour. Consumer focus groups were used to identify the preferred design. In addition a
simulated test market was carried out. On the basis of the background market research it
was possible to forecast likely sales volumes. This calculation was based on the type and
level of support the brand flavour launch would receive (e.g. advertising, sampling,
promotions, price and distribution), consumer perceptions and claimed behaviour (what
the consumers said they would do). The results were favourable and supported the launch
of this flavour in Great Britain.
2. Fanta Icy Lemon
The development of this new flavour stemmed from listening directly to consumers who
called the Company's careline to enquire about the availability of a lemon Fanta based on
their experience on holidays abroad. As a result, the Company undertook a series of
quantified product taste tests and once the preferred flavour was identified, Fanta Icy
Lemon was launched in 2001. The launch was a great success and the brand has
subsequently been complemented by a range of other flavours.
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3. Coca-Cola Share Size 1.25 litre Bottle

Desk research showed a growth in the number of smaller households, plus a change in the
way we shop. The research identified a need for a bottle size that was ideal for top-up
shoppers or 1-2 person households to share over dinner. This was followed up by
qualitative research to confirm consumer appeal in relation to alternative pack formats.
Quantitative in-store test marketing was also carried out to measure rates of sale. This
was supported by the scrutiny of retailer loyalty card data to identify types of households
purchasing the new bottle size.
4. Powerade
Desk research identified an opportunity for a new brand within the sports drink segment.
Research was used to identify target consumers and desirable product positioning.
Qualitative research using focus groups was carried out to assess the 'Powerade'
proposition and the most suitable creative advertising. Quantitative product taste testing
was also carried out to make comparisons with other products, already in the market
place.
8) Launch evaluation
For any new product launch, Coca-Cola GB(Great Britain) evaluates its success, looking
specifically at the various elements of the launch activity, including distribution,
advertising, packaging and product taste. Data is collected from leading marketing
research organisations, the company's consumer careline, Coca-Cola bottlers, and a
consumer tracker report that measures consumers' brand awareness.
Promotion
Coca cola adopts various advertising and promotional strategies to create an increased
demand in the market by associating with life style and behaviour and mainly targeting
value based advertising. You are more likely to see a coke ad individualised for a
particular festival or in with a general positive message. Coca-cola uses CSR as its
marketing tool to gain emotional benefits in consumers mind. The current promotions
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through CSR include Support my school campaign with NDTV. It has many brand
ambassadors like Shahrukh khan, Hrithik Roshan, South Indian Actor Vijay and Trisha ,
Ghambir, Aamir khan etc and has signed contract recently with Imran khan. It allows
price discounts and allowances to distributors and retailers in order to push more products
into the market. It employs both push strategy through promotions and pull strategy
through advertisements and campaigns.
The latest 6 months promotion of Coca-Cola:
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Conclusion
Coca-Cola GB(Great Britain) seeks to develop intelligently its product range in order to
'benefit and refresh everyone'. Building the range involves developing existing and new
products in existing and new markets. The key to maximising consumer satisfaction lies
in doing the market research properly and getting the range right.To produce the world's
best known product, The Coca-Cola Company has to employ the highest quality
processes and establish standards which guarantee the production of a standardised
product which meets consumers' high expectations each and every time they drink a
bottle or can of Coca-Cola. In order to guarantee these standards the Company has had to
develop a close relationship with its franchisees based on a mutual concern for quality.
Total Quality Management lies at the heart of this process involving a continuous
emphasis on getting quality standards right every time and on continually seeking new
ways to improve performance.The Coca-Cola Company has built internal and external
structures to support the delivery of its business goals. The regional structure is the best
way of supporting this growth, allowing attention to local requirements while at the same
time building on a clear strategic direction from the centre. A culture of innovation,
teamwork and partnership means that the Company has a firm foundation of relationships
and open communication channels on which to build its growth. Based on my opinion I
have learned about how Coca-Cola produce and display to the all the places and also how
company developnment. Moreover we also have learned the technologies has been
increasing to advanced.
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REFERENCES
http://www.econsense.de/sites/all/files/executive-summary-english.pdf
http://www.coca-cola.co.uk/about-us/coca-cola-mission-vision-statement.html
http://www.coca-cola.co.uk/about-us/introducing-our-business.html
http://www.coca-cola.co.uk/about-us/history-of-coca-cola-1886-1892.html
http://www.coca-cola.co.uk/about-us/history-of-coca-cola-2000-now.html
http://www.slideshare.net/angelynablihan/coca-cola-marketing-plan-11647532#
http://www.coca-colacompany.com/brands/product-descriptions
http://www.coca-colacompany.com/stories/quality
http://www.coca-colacompany.com/our-company/the-coca-cola-system
http://www.coca-colacompany.com/brands/products-descriptions
http://www.yourarticlelibrary.com/marketing/marketing-mix-product-price-placeandpromotion-4ps/5395/
http://www.coca-cola.co.uk/faq/company/how-many-countries-sell-coca-cola-is-thereanywhere-in-the-world-that-doesnt.html
http://www.coca-colacompany.com/our-company/the-coca-cola-system
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PRINCIPLES OF MARKETING

WINDFIELD INTERNATIONAL COLLEGE

COURSE: DIPLOMA IN BUSINESS MANAGEMENT

SUBJECT NAME: PRINCIPLE OF MARKETING

LECTURER NAME: MS. MOGANA SRI

DIPLOMA IN BUSINESS MANAGEMENT

DIPLOMA IN BUSINESS MANAGEMENT

DIPLOMA IN BUSINESS MANAGEMENT

DIPLOMA IN BUSINESS MANAGEMENT

DIPLOMA IN BUSINESS MANAGEMENT

The Coca-Cola Company Vision

DIPLOMA IN BUSINESS MANAGEMENT

The Coca-Cola Company Values

DIPLOMA IN BUSINESS MANAGEMENT

DIPLOMA IN BUSINESS MANAGEMENT

DIPLOMA IN BUSINESS MANAGEMENT

DIPLOMA IN BUSINESS MANAGEMENT

History of Coca-Cola: 1990-1999

The last decade marked an increase in Coca-Cola's efforts to create a sustainable

DIPLOMA IN BUSINESS MANAGEMENT

DIPLOMA IN BUSINESS MANAGEMENT

Founded in 1886 by pharmacist Dr John S Pemberton in Atlanta, Georgia, The Coca-Cola

Coca-Cola Great Britain (CCGB)

Coca-Cola Enterprises Ltd (CCE)

DIPLOMA IN BUSINESS MANAGEMENT

The Coca-Cola System

DIPLOMA IN BUSINESS MANAGEMENT

This map shows the location of our operations in Great Britain:

DIPLOMA IN BUSINESS MANAGEMENT

Marketing strategies and Marketing Mix

Pricing Methods/Pricing Strategies

DIPLOMA IN BUSINESS MANAGEMENT

DIPLOMA IN BUSINESS MANAGEMENT

BASIC CONCEPTS OF MARKETING

DIPLOMA IN BUSINESS MANAGEMENT

response to a shift in consumer demand and a greater emphasis on healthy options.

DIPLOMA IN BUSINESS MANAGEMENT

Responding to consumers needs with innovation

DIPLOMA IN BUSINESS MANAGEMENT

Marketing Management Orientations

DIPLOMA IN BUSINESS MANAGEMENT

DIPLOMA IN BUSINESS MANAGEMENT

Selling Marketing Concept

DIPLOMA IN BUSINESS MANAGEMENT

Societal Marketing Concept

DIPLOMA IN BUSINESS MANAGEMENT

DIPLOMA IN BUSINESS MANAGEMENT

Introduced in 1940, Fanta is the second oldest brand of The

DIPLOMA IN BUSINESS MANAGEMENT

Diet Coke, also known as Coca-Cola light, is a sugar- and

Coca-Cola zero was created with young adults in mind and

DIPLOMA IN BUSINESS MANAGEMENT

DIPLOMA IN BUSINESS MANAGEMENT

Ciel is a purified, noncarbonated bottled water that has

POWERADE combines carbohydrates, electrolytes with

DIPLOMA IN BUSINESS MANAGEMENT

Simply Orange is a premium, gently pasteurized, not from

Diet Coke, also known as Coca-Cola light, is a sugar- and

DIPLOMA IN BUSINESS MANAGEMENT

With a unique citrus taste, Fresca is a caffeine-free soft drink

Glacau Vitaminwater has always been a simple idea. start

DIPLOMA IN BUSINESS MANAGEMENT